Meta abandoned one of the features of its new artificial intelligence (AI) model, which allowed it to create content based on images from other people's Instagram accounts, tagging the user in the post. The corporation admitted that the decision was influenced by negative reviews.
Earlier this week, Meta introduced Muse Image, an artificial intelligence model that could create photos using content from public Instagram accounts. To do this, it was only necessary to indicate the account name in the prom to the AI, and the user with whose participation the content was generated did not receive any notification.
The new feature was criticized not only by ordinary users, but also by various Hollywood organizations. Creative Artists Agency (CAA), one of the largest and most influential entertainment and sports agencies in the United States, said in a comment to Deadline that no one's name, image, voice or creative work “should be used by third parties,” including artificial intelligence models, “without clear, documented consent.”
The Screen Actors Guild and American Federation of Television and Radio Artists (SAG-AFTRA) have called on their members to stop using the new Meta tool and have posted instructions on how to block AI from exploiting content. RTVI also talked about how to disable this option.
Ultimately, after less than a week, the technology company decided to abandon the innovation and confirmed that negative feedback was the reason.
“We wanted to provide people with a useful creative tool and give them control over whether their public content can be linked to in this way. We received feedback that this feature did not live up to expectations, so it is no longer available.” — emphasized in Meta.
SAG-AFTRA called the withdrawal of the Meta feature a “victory” – the organization emphasized the “widespread negative reaction” to the innovation and positively characterized the technology company’s decision.
“Given that the dangers associated with inconsistent digital copies are well known to everyone, a feature that encourages such behavior is unwise. We appreciate her switching off. This is the responsible thing to do,” SAG-AFTRA said in a statement.
The CAA also responded positively to the disabling of this tool, adding that the organization “looks forward to continued discussions to ensure the protection of authors as technology develops.”
“We thank Meta for its quick decision to remove the Muse Image feature. To create responsible technologies, it is necessary to put individual rights and consent at the forefront,” the CAA emphasized.
This is not the first situation with the curtailment of AI projects due to the indignation of creative individuals and criticism from copyright defenders. In March 2026, OpenAI announced the closure of the Sora video generation neural network. Among the reasons cited were the concerns of human rights organizations, scientists and experts that users could create content using artificial intelligence without the consent of the people depicted in the original photos and videos.
Earlier, as RTVI reported, OpenAI decided to stop developing the Atlas browser with a built-in ChatGPT AI model. The technology company's product lasted less than a year after its release.
